Client: Who Is Elijah – Cult Australian fragrance house
What we did: Campaign Creative Direction I Packaging Design I Retail Campaigns I Marketing Collateral I Global Rollout Assets I Seasonal Campaign Design
Commercial Outcomes: Supported global brand expansion across Sephora, Ulta Beauty and international retail partners I Developed campaign assets across Australia, the UK and Middle East markets I Designed multiple sold-out gifting and seasonal collections I Supported major Black Friday and retail growth periods I Created retail and promotional campaigns viewed by millions of consumers globally I Maintained a consistent global brand experience during a period of rapid growth I Helped expand the WHO IS ELIJAH brand world
The Challenge:
Fragrance is one of the most emotionally driven categories in the world, but it’s also one of the hardest to market. You can’t photograph a scent. You can’t explain it in a single image. And unlike most products, the thing people are buying is often a feeling, a memory or a version of themselves.
The challenge was for the brand world to give consumers new reasons to engage with the brand throughout the year, while maintaining the consistency and desirability expected from a modern luxury fragrance house.
From retail activations and seasonal gifting through to airport campaigns, global rollouts and major sales periods, every touchpoint needed to feel unmistakably WHO IS ELIJAH while still bringing something new to the conversation.
As the brand expanded across retailers, countries and campaign moments, the opportunity became building a richer brand universe around the individual fragrances themselves. One that could continually evolve, surprise and engage consumers without losing the simplicity and recognisability at the heart of the brand.
Strategy and Execution:
Luxury brands aren’t built through a logo alone. They’re built through hundreds of moments that collectively shape how people experience them.
Our role was to help expand the world around WHO IS ELIJAH. Creating campaigns, retail experiences and seasonal moments that allowed the brand to feel larger, richer and more emotionally connected without losing its original simplicity.
Across Christmas gifting campaigns, Sephora Mother’s Day activations, Ulta Beauty retail rollouts, airport advertising, London campaigns, taxi takeovers, Black Friday promotions and collaborations with complementary brands, every touchpoint was designed to feel unmistakably WHO IS ELIJAH.
One of the most exciting challenges was creating seasonal moments without relying on the visual clichés that typically come with them. Christmas campaigns needed to feel festive without becoming red, gold and predictable. Retail activations needed to feel impactful without becoming noisy. Global expansion needed to feel exciting without losing consistency.
The result was a growing ecosystem of campaigns, packaging, retail experiences and promotional assets that allowed the brand to continually show up in new ways while still feeling instantly recognisable.
From Sydney Airport to London taxis. Sephora shelves to Ulta Beauty rollouts across the Middle East. Every execution helped strengthen the world consumers were buying into, not just the fragrance itself.
The Outcome:
Across the 48 months working with WHO IS ELIJAH, the brand experienced rapid growth and expanded into major global retailers including Ulta Beauty while strengthening its position as one of Australia’s most recognisable fragrance brands.
Seasonal gifting collections repeatedly sold out, retail activations rolled out across multiple markets and marketing efforts lead some of the brand’s largest commercial moments, including its now-famous multi-million dollar Black Friday periods.
More importantly, the brand evolved beyond the product alone.
Through consistent campaign development, packaging, retail experiences and creative execution, WHO IS ELIJAH became a richer, more immersive brand world that consumers could continually engage with throughout the year.
The result wasn’t simply more visibility. It was more reasons to become obsessed.
"Thank you so much for everything you and the BOAST team have brought to WHO IS ELIJAH over the years."
Abbey Carter, Product Development Coordinator
Testimonial: “Thank you for all your work, you have been so great to work with and this has done so much for the brand.” – Zoe, Retail & Wholesale Coordinator
